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How voice search is impacting mobile

Last week at the Dmexco conference in Cologne, ZenithOptimedia and GlobalWebIndex unveiled five emerging trends on mobile – drawing on a special re-contact survey among 1,800 young mobile internet users across Brazil, India, Italy, Malaysia, the UK and the USA.

One of the key headlines from the seminar was the growth of voice search – with assistants like Siri, Cortana and now Facebook M set to become major interfaces between mobile users and their devices.

Significantly, nearly half of our respondents say they are using these tools more than they were a year ago (with the figure topping the 50% mark among men, in India and within the top income quartile). What’s more, just 13% of these mobile web users said they had never used the function and only 10% report using it less than before. So, once people start using voice search, there’s a very strong likelihood that they will continue engaging with it – something which bring profound implications for the future of search on mobiles.